Direct mail advertisements have several uses, and well-planned and targeted direct mail campaigns can increase brand recognition and solicit sales. Though there are a few drawbacks to be considered before investing your time and money in a direct mail campaign. These considerations are especially important if you are operating a small business with a small to moderate marketing budget.
The costs of designing effective direct mail advertisements can be high, especially if you are engaging the services of professional photographers, copy writers and artists. Paying a printing company to produce fliers or brochures can also be expensive, especially when the costs of paper and ink are high. To be effective, direct mail campaigns must be targeted with up-to-date mailing lists. These are usually purchased from list management companies or brokers, and the cost per 1000 names can range from $40 to $100 or more depending on the detail of the lists. In most cases, "one shot" mail marketing does not produce desired results. Multiple mailings over a period of time are the norm, and the accumulation of mailing costs can climb quickly.
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